Planning to Fail? the Role of Implementation Intentions in Emotional Responses to Goal Failures

Jason Stornelli, University of Michigan, USA
J. Frank Yates, University of Michigan, USA
We explore the role of planning in emotional responses to goal failure and demonstrate that forming detailed implementation plans makes post-failure regret more likely and intense. Further, we show this process is associated with subjective feelings of closeness to the desired outcome, independent of the objective distance to the goal.
[ to cite ]:
Jason Stornelli and J. Frank Yates (2012) ,"Planning to Fail? the Role of Implementation Intentions in Emotional Responses to Goal Failures", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1105-1105.